Clicks are a start. Relevant enquiries are the goal.
Before spending more, look at what happens between the click and the enquiry. What does the ad promise? Which page does it open? Does the enquiry actually arrive? Start with these checks for Google Ads and Meta, followed by a quick look at Microsoft Advertising and Pinterest.
Find a questionGoogle Ads · Meta Ads · Microsoft Advertising · Pinterest
- Offer
- Click
- Enquiry
- Receipt
A quick check before launch
Start with a clear offer, a relevant landing page, a tested contact route and measurement that records the result you want. Run through it yourself on a phone and check that the enquiry actually arrives.
Google tag, Meta pixel and events. What does each do?
- Google tag
- The Google tag underpins Google’s measurement and advertising products. If someone says “Google pixel”, clarify which measurement component they mean. Installing it alone does not show that enquiries are measured correctly.
- Meta pixel
- The Meta pixel measures actions on a website. Set up and test the action you want to record as an event, such as successful form submission.
- Tag Manager
- Tag Manager manages measurement tags and the conditions under which they fire. You still need to define meaningful events and check that enquiries arrive.
- Conversion
- A conversion is an action you have defined as valuable. A button click, a successfully received enquiry and a confirmed order are different outcomes.
Server-side measurement and Meta’s Conversions API send data through a different route. You still need to check consent and data processing. If you combine browser and server events, check that reports of the same event are matched and counted only once. Consent Mode passes on consent status and affects how Google tags behave. It does not provide the consent banner itself.
Check measurement and delivery separately. Was the right event recorded? Did the test enquiry reach the intended inbox or CRM?
Where should you start?
13 practical questions.
Choose a starting point.
What should I have in place before my first Google Search campaign?
What to know
Decide exactly what you want to advertise and what action you want people to take. A search ad can respond to a relevant query. Whether it leads to an enquiry also depends on the landing page and the way people can contact you.
Google Ads · Setup and measurement
What to check
- Do the search intent, ad and service on the linked page match?
- On a phone, can visitors quickly tell what you offer, who it is for and how to reach you?
- Can you send and receive a test enquiry, and record it as the intended result?
Practical tip
A suitable existing service page may be enough. Create a new landing page only if it serves a purpose.
My Google ads get clicks but few enquiries. Where should I start?
What to know
Check whether the right people are reaching the right offer. More clicks do little good if the query means something else or the contact process breaks down.
Google Ads · Setup and measurement
What to check
- Review the actual search terms. Use appropriate negative keywords to exclude clearly irrelevant queries. The report does not show every search.
- Check your target region and location options. Do you want to reach people in the area or also people interested in it? The answer depends on your offer.
- Open the exact page used in the ad on a phone and test every step until the enquiry arrives.
Practical tip
A keyword is not necessarily what someone typed. Look at the actual search terms and the need behind them.
What should count as a conversion for me?
What to know
A conversion is an action you have defined as valuable. For an enquiry, this might be a successful form submission. Clicking “Contact” signals interest, but it does not show that someone has sent a message.
Google Ads · Setup and measurement
What to check
- Give the desired outcome a clear name, such as “Enquiry submitted successfully”.
- Check which measured actions the campaign uses as goals. Review its goals alongside their assigned primary and secondary actions. Primary actions can inform bidding. Secondary actions normally serve observation, but custom goals can also use them for bidding.
- Check whether the recorded completion matches the actual enquiry. When handling the enquiry, verify that it is relevant and the person is reachable.
Practical tip
A button click, a received enquiry and a confirmed order are different steps. Give each outcome a clear name.
My conversion test is missing. What can I check?
What to know
Google’s Tag Assistant can show whether a tag fires. Carry out the actual action you want visitors to take. Simply opening the thank-you page or looking at the button does not test the full enquiry process.
Google Ads · Setup and measurement
What to check
- Connect Tag Assistant to the correct website and follow the intended steps to complete the test action.
- Check the conversion action you selected and the result reported for the tag. Verify that measurement behaves as intended under the relevant consent setting.
- Separately check whether the enquiry reached your inbox or customer relationship management system (CRM). A confirmed tag event cannot establish that on its own.
Practical tip
Check your existing setup before adding tags. Duplicate implementations can distort measurement. Reports and status indicators may take time to update.
Why does Google count more conversions than the enquiries I receive?
What to know
Check what the account is counting. Multiple actions, repeated events or duplicate tags can produce different figures. Match the time period and ad attribution settings when comparing results.
Google Ads · Setup and measurement
What to check
- Compare each conversion action with the form submissions you actually received, rather than looking only at the total.
- Check for duplicate tags and whether the same action feeds your goals through multiple measurement routes.
- Review the “One” or “Every” setting for each action. “One” counts once per ad click and conversion action. It does not mean that someone is counted only once across all devices and contact routes.
Practical tip
Your ad account’s counting settings do not replace deduplication in your CRM. Send one clearly labelled test enquiry and trace the events it triggers.
Is the Google Ads daily budget a hard daily limit?
What to know
An average daily budget is not necessarily a hard limit. For most campaigns, Google can bill up to twice that amount on a single day. If the budget stays the same for a full month, the monthly limit is usually 30.4 times that amount. There are exceptions, and changes to the budget or a later start can affect the calculation.
Google Ads · Setup and measurement
What to check
- Plan the monthly budget and check the spending limits for the specific campaign as well as the daily figure.
- Review the budget report and any changes to the budget.
- Also assess how many relevant enquiries result from the spend.
Practical tip
A low cost per click alone tells you little about whether a campaign is worthwhile. Consider ad spend alongside the number of relevant enquiries.
When can Meta complement Google Search ads?
What to know
Google Search ads can reach people who are actively looking. On Facebook and Instagram, you can explain your offer and spark interest with images or short videos. Meta can also generate enquiries as well as reach and reactions.
Meta Ads · Facebook and Instagram
What to check
- Where can you reach your audience, and what are they doing there?
- Can people quickly understand the problem and how your offer can help?
- Should people contact you through your website, a form, a message or a call? Who will handle the enquiries?
Practical tip
Choose the channel for your audience and offer. There is no single best platform for every campaign.
My Meta ad gets lots of reactions but few enquiries. What should I check?
What to know
Reactions, visits and enquiries are different outcomes. Check which outcome the campaign is set up to achieve and where people are expected to contact you.
Meta Ads · Facebook and Instagram
What to check
- Do the campaign objective, conversion location and performance goal match the type of enquiry you want?
- Can people find the offer and next step from the ad on the landing page or in the form?
- Test the actual contact route and check who receives enquiries and can respond promptly.
Practical tip
Look beyond the total. Record whether each contact is reachable and whether their needs fit what you offer. A low-cost form submission is not necessarily a suitable customer.
What do I need for a basic Meta Ads setup?
What to know
The ad account, the business Page or profile shown in the ad and any website data source serve different purposes. Check that you are using the intended business accounts and that the correct assets are linked.
Meta Ads · Facebook and Instagram
What to check
- Are you using the right ad account, identity and access for the people responsible?
- Does the contact route work, and is it clear who handles what happens next?
- If you track actions on the website, have you checked the data source, the recorded action and the consent setup for this implementation?
Practical tip
A pixel or server-side transmission does not remove privacy obligations. The technical setup and applicable requirements need to fit together.
Could Bing Ads be worthwhile if the clicks are cheaper?
What to know
It can be a useful addition if your audience searches for what you offer there. Less competition for relevant search terms may mean cheaper clicks. Microsoft Advertising is not automatically cheaper than Google and includes search partners as well as Bing.
Microsoft Advertising · Bing Ads
What to check
- Is there relevant search demand in your target region?
- Which placements or sources are producing the results?
- What does a relevant enquiry cost in relation to your ad spend?
From my own work
I have received some leads through Bing and Pinterest ads. The right channel still depends on the offer, and that experience does not guarantee results.
Can I simply import a Google campaign into Microsoft Advertising?
What to know
Importing can save time. Some settings do not carry over in exactly the same way, so review the campaign before launch.
Microsoft Advertising · Bing Ads
What to check
- Start by checking the imported campaigns while they are paused. Review budgets and bids. Import options can raise them to minimum levels.
- Compare locations, keywords and match types, negative keywords and ads with your intended goal.
- Review the import log and test Microsoft’s conversion measurement. Working Google tracking does not establish that Microsoft is measuring correctly.
Practical tip
Treat the imported setup as a starting point. Audiences, advertising networks and enquiry quality may differ.
When is Pinterest worth considering for my offer?
What to know
Check whether people look for related topics or ideas there and whether you can explain your offer visually. Pinterest offers targeting by interests and keywords, among other options. That does not make it right for every offer.
Pinterest Ads
What to check
- What specific questions, ideas or plans relate to your offer?
- Do the image and copy make clear what people can do next on the landing page?
- Does the campaign objective match your intended outcome, such as a site visit, an enquiry or a sale?
Practical tip
A good-looking image alone does not give people a way to enquire. The Pin, destination and intended action should make sense together.
My Pins get clicks. Do those count as website visits or enquiries?
What to know
Not automatically. Pin clicks can take people to content on or off Pinterest. Outbound clicks take them away from Pinterest. Submitting an enquiry is a further step.
Pinterest Ads
What to check
- Distinguish Pin clicks, outbound clicks and enquiries you actually received.
- Test the linked landing page on a phone all the way through to successful submission.
- If you record enquiries as a website event, check that the event fires and separately confirm that the enquiry reaches your inbox or CRM.
Practical tip
Check before adding conversion figures from different platforms. Different attribution rules and reporting windows can record the same enquiry differently.
Guide by GLEB IT · Gleb Diesen. Sources checked on 28 October 2026. Features can change and vary by account or campaign type. Check tracking and consent separately for your specific setup.
Need your ad, form and CRM to work together?
If an enquiry gets stuck between the form, email and CRM after submission, the automation guide shows you what to check.
Review your automation Understand SEO and backlinksWould you like me to review your enquiry process?
Tell me what you are advertising, which channel you use and where the process breaks down. I’ll look at how I can help. Leave login details out of your message.
Discuss your enquiry process